Initiative

Initiative names Will Anstee as APAC president

February 14, 2018 | Share this article

IPG Mediabrands Asia-Pacific has made another major change to its leadership with the move of chief growth officer Will Anstee to regional president of Initiative.

In a newly created role, Anstee will assume leadership of Initiative’s 13 APAC markets, reporting to IPG Mediabrands’ regional chief executive officer Leigh Terry and Mat Baxter, Initiative’s global boss.

IPG Mediabrands’s Initiative China has appointed David Johnson as Chief Strategy Officer.

A veteran in strategic planning, digital, content and research, Johnson (pictured) brings 20 years’ experience as a strategist in both creative and media agencies across Europe, China, North & SE Asia, Africa and ME, and has won multiple industry awards including a Cannes Gold Lion and three Effies.

Initiative has retained the Media account of, Consumer Health and Hygiene Company, Reckitt Benckiser (RB) India for fifth year in a row.

Initiative will continue to handle Media Planning and Buying duties, including digital, for all brands under RB, including recently acquired Mead Johnson Nutrition.

RB, which is expected to spend close to Rs 800 crore on advertising in 2018, calls for amedia pitch every year. Initiative won the account from incumbent Zenith Optemedia in December 2013 and has been retained as media agency of record (AOR) in every pitch since then.

According to sources close to the development, RB started the pitch process in September, where 5-6 agencies participated. Finally, the competition was between Dentsu, Publicis and IPG Mediabrands,” RB retaining the agency for a fifth year is a symbol of acknowledgment of the strategic approach, consumer insights, data analytics, and media efficiency of Initiative.

Initiative retains Jemena media account after review

December 21, 2017 | Share this article

Initiative has been reappointed to do the media strategy, planning and buying for infrastructure company Jemena.

Initiative first won the business in December 2013 and has now successfully defended the account twice.

Jemena builds, owns and manages a combination of major electricity, gas and water assets, including transportation assets, worth over $10.5 billion.

Both parties said they were pleased to continue the partnership.

Kate Hawke, Jemena’s marketing and customer communications manager, said: “Jemena and Initiative have evolved our partnership over the past four years as the challenges and opportunities in media communications have also advanced. In this review, the agency presented a superior view and strategies for our future media performance and we are delighted to be continuing the partnership.”

Initiative Australia has announced the appointment of Luke O’Sullivan as Head of Initiative Perth and Judi van Omme as General Manager of Initiative Perth.

O’Sullivan is a Perth native and joined Initiative in November this year. He recently spent five years working in senior media agency positions in the UK, and is a former business director at Vizeum in London.

Van Omme has considered an Initiative “lifer”, having risen through the agency’s ranks in a 17-year career.

IPG Mediabrands-owned media agency Initiative has announced the appointment of Scott Laird as director of people and culture.

As part of his new role, Laird will become a member of Initiatives national senior leadership team.

Initiative Australia CEO Melissa Fein said: “Our business is rapidly moving to a new competitive positioning where we are delving deeply into cultural and growth analytics that lead to enhanced growth for our clients’ brands.

“Scott will play a key role in developing and driving the people and culture programs that underpin our transition. He is a passionate and high-energy professional with a very important role to play for us.

Commenting on his appointment, Laird said: “The drive by Initiative in transforming its competitive positioning is very compelling and a highly attractive challenge from a people and culture perspective.

IPG Mediabrands media agency Initiative has been awarded global media duties for the LEGO Group following a competitive pitch process.

Earlier this year Initiative reinvented its product offering and positioning to find alternatives for clients increasingly struggling with advertising avoidance and radical shifts in consumer behavior. The agency understands the nuances of culture and will lead clients through changes in our industry by focusing on “cultural branding” as opposed to historical “brand advertising.”

The LEGO Group is one of the world’s leading manufacturers of play materials, based on the iconic LEGO brick. The company is committed to developing children and its mission is to inspire and develop the builders of tomorrow through creative play and learning.

Initiative has appointed Luke O’Sullivan as strategy director for its expanding Western Australian operations. O’Sullivan is a Perth native and previous Campaign Brief Supernova who has spent the past five years working in senior media agency positions in the UK.

“We were looking for some special credentials in selecting the strategy director for Initiative Perth,” said Clive Bingwa, managing director of IPG Mediabrands Perth. “Luke brings with him highly valuable and senior experience from the London market, combined with his knowledge of Perth and the Australia market. We’re thrilled he has accepted the position.”

Prior to his recent return to Perth, O’Sullivan was a business director at Vizeum in London where he was responsible for strategic planning, senior client relationships and agency team leadership across major clients including TSB, Auto Trader and Norwegian Air. His additional Vizeum client experience included BMW Mini Group, Carnival Cruise Group, Air New Zealand and Nestle.

Initiative Sydney has promoted client group director Nick Wokes to the role of general manager after 11 months with the company. Wokes joined the IPG Mediabrands agency in January this year, as part of a series of appointments and changes. Wokes takes the helm of Initiative Sydney with more than 14 years experience with Mediacom

Big technology brands are the best at adapting to cultural changes with their marketing in the Asia Pacific region, according to the inaugural Initiative Cultural Velocity Index. IPG Mediabrands CEO Leigh Terry revealed the top 20 brands according to the CVI index at the Mumbrella360 Asia conference, with Apple, Google, YouTube, Microsoft, Facebook, Samsung and